CASE 34
Healing Rural
The Managing Director of the Healwell Laboratories is toying with the idea of shifting the sales focus of its successful new pain balm ‘Sanjiva’ to rural areas. He has attended the one-day seminar on ‘Rural Marketing for Competitive Advantage in Globalised India’ organized by Anuragh of Madison Advertising, the rural communication unit of Madison Communications and Asian Media Information and Communication Centre at Chennai in the first week of October 2001. Recalling what he heard there and relating it to his problem, he prepared the following note.
THE WORTHINESS
Rural market is large, also it is less tapped. The latest census puts India’s population at 102.7 crore out of which 74 per cent reside in villages. However, ...
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